POKERSTARS
BONUS
PROJECT SNAPSHOT
PROJECT SNAPSHOT
Making onboarding rewarding for PokerStars
Making onboarding rewarding for PokerStars
THE PROBLEM ❌
At this point in my career, I was the lead designer for the PokerStars deposit journey. My research had identified that compared to competitors, PokerStars had a dramatically lower number of customers applying for a "real money" account and significantly less customers applying for a sign-up bonus. PokerStars primary cashflow comes from "real money" customers - who are incentivised to apply via a "welcome bonus".
This investigation and redesign primarily addressed this part of the problem.
At this point in my career, I was the lead designer for the PokerStars deposit journey. My research had identified that compared to competitors, PokerStars had a dramatically lower number of customers applying for a "real money" account and significantly less customers applying for a sign-up bonus. PokerStars primary cashflow comes from "real money" customers - who are incentivised to apply via a "welcome bonus".
This investigation and redesign primarily addressed this part of the problem.
MY IMPACT ✨
MY IMPACT ✨
My redesign contributed to a 59% increase in bonus applicants in onboarding
My redesign contributed to a 59% increase in bonus applicants in onboarding
Real money account onboarding completion rate increased by 19%
Real money account onboarding completion rate increased by 19%
ROLE
ROLE
UX Architect
UX Architect
TYPE
TYPE
Product Redesign
Product Redesign
TEAM
TEAM
1 UX Architect
1 UI Designer
1 UX Architect
1 UI Designer
DURATION
DURATION
2021 - 4 Weeks
2021 - 4 Weeks
Project Highlights
Project Highlights
End-to-end testing.
End-to-end testing.
As we had to simulate a customer signing up for the first time, I had to create a prototype version in Axure. Performing moderated user testing & thematic analysis, I determined the problems with the previous onboarding experience.
As we had to simulate a customer signing up for the first time, I had to create a prototype version in Axure. Performing moderated user testing & thematic analysis, I determined the problems with the previous onboarding experience.
An industry-wide
competitor analysis.
An industry-wide
competitor analysis.
This was to assess how the current landscape performs the onboarding journey. This was presented as an interactive prototype that you can use here.
This was to assess how the current landscape performs the onboarding journey. This was presented as an interactive prototype that you can use here.
Rapid ideation sessions.
Rapid ideation sessions.
I ran brainstorming session with the team and performed low-mid fidelity creation of screens and elements until we arrived on a concept that seemed to answer our HMW's
I ran brainstorming session with the team and performed low-mid fidelity creation of screens and elements until we arrived on a concept that seemed to answer our HMW's
Validating with customers.
Validating with customers.
I tested the experience with a range of PokerStars customers to identify general usability and customer sentiment towards the new bonus flow.
I tested the experience with a range of PokerStars customers to identify general usability and customer sentiment towards the new bonus flow.
Problems addressed in redesign 👇🏼
Problems addressed in redesign 👇🏼
Addressing banner blindness
Addressing banner blindness
Instead of the customer having to enter a deposit code, we built it into the onboarding flow. In user testing, I identified that customers were missing the bonus banner. This is a very common phenomenon called "banner blindness".
Instead of the customer having to enter a deposit code, we built it into the onboarding flow. In user testing, I identified that customers were missing the bonus banner. This is a very common phenomenon called "banner blindness".
Minimum deposit amount and bonus-applicable payment methods
Minimum deposit amount and bonus-applicable payment methods
In the web experience, there was no way to see which payment methods would be accepted for a bonus reward. Furthermore, minamum deposit was invisible to customers. These are addressed in the mobile version.
In the web experience, there was no way to see which payment methods would be accepted for a bonus reward. Furthermore, minamum deposit was invisible to customers. These are addressed in the mobile version.
Making money conversions simple
Making money conversions simple
As PokerStars can be played in multiple different currencies, to enter certain tables you must have the specific currency that table is set to. This was not explained in the desktop experience. We take the time to explain in mobile.
As PokerStars can be played in multiple different currencies, to enter certain tables you must have the specific currency that table is set to. This was not explained in the desktop experience. We take the time to explain in mobile.
Bonus summary that follows you around
Bonus summary that follows you around
Different bonuses have different amounts and methods required to claim. We created a bonus summary that follows the customer around so that the instructions to get the bonus is always available.
Different bonuses have different amounts and methods required to claim. We created a bonus summary that follows the customer around so that the instructions to get the bonus is always available.
Deep dive coming soon 🕓
Learn about the process, research and hypothesis behind this work
COMING SOON